New York hotels are trying a new marketing approach for workers returning to the office

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Throughout the two years of the COVID-19 pandemic, we’ve discovered buzzwords and catchy phrases ranging from medical terms to new pop culture references.

Words like coronavirus, the original name of the disease; social distancing, to delineate the six feet of space we once had to keep from each other; quarantini, the libations that people invented at home when they couldn’t or didn’t want to go out to bars and clubs; pent-up demand, the wanderlust phenomenon that has helped bring tourism back.

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Add one more to the ever-growing list.

Ladies and gentlemen, meet the “super commuters”.

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As workers slowly return from remote work to home and back to an office environment, New York hotels are trying a new and different marketing ploy to help recoup all the business they’ve lost over the past two years. .

City hotels have introduced packages that entice workers to come to New York just one or two days a week from the city’s suburbs to spend an evening in a hotel, according to the New York Times.

Workers whose companies are starting to bring employees back to the office, or those who have to come in for meetings that just can’t be done at home and on Zoom, are being offered low midweek hotel rates, the access to conference rooms and hotel business centers and parking offers.

And if you know anything about New York’s parking shortage and the high cost of using a garage, you know that parking alone might be the key factor – no pun intended – in making these so -so-called “super-commuters” come into town for work.

The Times quoted a man, who moved more than 100 miles out of town to Lakeville, Connecticut during the height of the pandemic, who now commutes to Manhattan for work twice a week – using an overnight hotel every Tuesday at the Ace Hotel in Brooklyn to stamp both days.

It’s another twist in a new world, somewhat similar to the phenomenon – caution, another buzzword of the coming pandemic era – of “bleisure” of combining business and leisure travel.

The Times noted that, according to data from STR, a global hotel data and analytics firm, US hotel occupancy rates were above 50% in February this year – not too far below the rate. occupancy of 66.1% for February 2019. It should be noted that rates were not only up on weekends, but also from Monday to Wednesday.

And it’s not just New York. The idea of ​​marketing packages aimed at “super-commuters” has also been launched in San Francisco, Boston and even in Great Britain, where the citizenM hotel chain offers a subscription service for a one-time stay. per month for $119.

“We are definitely seeing a new rate of one to two stays per month,” Ernest Lee, director of brand growth, told The Times. “We saw it a bit before the pandemic, but not at this level.”

Expect to see more.

“This reverse diaspora had to start one day,” George Washington University leadership professor James Bailey told the newspaper. “People can come back to the office for those two days and stay in a hotel. Because you have all these people who have settled deep in the suburbs, or even beyond the suburbs. So that’s how it goes. having to happen to get them back to work.

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